Entitled Serif, the TV is designed to be unobtrusive within the domestic environment. However, rather than relying on being super-thin – a common theme in technology design – it has been created to look like a piece of furniture.
The unusual design features a pronounced frame with an I-shaped profile; the base enables it to stand on any flat surface, while the widened top creates a small shelf. Available in three sizes in white, dark blue or red, it has screw-in legs to create a freestanding model. The back features a co-ordinating magnetic fabric panel to hide wires and plugs for a neat finish.
The designers have also created a simplified remote and user interface for the television, including a "virtual curtain" that provides a stage between standby and play. This pixelates the screen and adds a coloured overlay – the designers suggest this could be used to obscure the screen during ad breaks.
The model is aimed at the design-conscious consumer outside the conventional consumer electronics market, and is therefore more likely to be found in concept or high-end department stores rather than technology retailers. It will be available in the UK, France, Sweden and Denmark from November 2015, priced from £600 ($930).
Now that technology is ubiquitous in the domestic space, brands are looking to create softer designs that blend subtly into the contemporary home – as seen at IFA 2015 earlier this month. See our Colour, Materials & Finish report for more.